Entrepreneur Fair 2026 brings together 26 franchise networks

The Entrepreneur Fair 2026 opens on 19 October at São Paulo Expo in the city of São Paulo, with 26 franchise networks among its roughly 900 exhibitors. Running until 22 October, the free event brings together business opportunities and a programme of guidance for existing entrepreneurs and those planning to start a business. For the franchising community, the highlight is the New Business and Franchising Arena, organised in partnership with the Brazilian Franchising Association (ABF).

Fair featuring franchises expects more than 100,000 visitors

Now in its 15th edition, the fair expects to welcome more than 100,000 visitors, according to Sebrae-SP, São Paulo’s small business support agency. This figure is an attendance forecast, not a tally of visitors or deals completed.

The participation of 26 networks places franchising within a broader entrepreneurship programme. As well as meeting brands, visitors can attend sessions on opportunities, business models and trends in the dedicated arena.

The programme caters for two groups facing different decisions: those looking for a franchise to operate, and existing business owners assessing whether they could turn their business into a franchise network. For both, the combination of brand showcases and guidance offers a chance to prepare questions before entering negotiations.

Free admission also makes it easy to take an exploratory approach. Learning about a business proposition need not mean making a commitment: visitors can use the fair to identify options and shortlist those worth examining in more detail later.

Microfranchises among the options on show

According to a report by the magazine Pequenas Empresas & Grandes Negócios (PEGN), many participating networks fall into the microfranchise category, with an initial investment of up to R$135,000 (Brazilian reais). The magazine’s selection features nine brands attending the event, with advertised investment options starting at R$20,000.

The networks listed are Decor Colors, PitCap, Verisure, FVL Consórcios, Doutor Sofá, Mercadinho do Seo Juca, Opine Market, Kumon and Telas Cupecê. They account for only some of the 26 participating networks, rather than the full list of franchise exhibitors.

The initial investment provides a useful basis for comparison, but the same terms should not be assumed to apply across all brands. The range advertised in the selection does not mean that each of the nine franchises can be launched for the lowest quoted amount.

To make the most of conversations at the stands, ask for a description of the model on offer, the franchisee’s responsibilities and the support provided. It is also worth checking which costs are included in the sales proposal and what requirements must be met before opening. These questions help distinguish between offers that may initially look similar on price alone.

Arena covers investment, expansion and legislation

The New Business and Franchising Arena returns after featuring at the previous edition of the fair. In partnership with ABF, it will host talks and guidance sessions on franchising, opportunities and trends.

Planned topics include what to assess before investing in a franchise, how to identify whether a business could become a franchise network, market trends and Brazilian franchise law. The programme therefore complements the sales presentations with discussion of the framework needed for the relationship between franchisors and franchisees.

For prospective franchisees, these sessions can provide a checklist of questions to ask exhibitors. For business owners interested in expanding through franchising, they offer an opportunity to explore the model before assuming that opening more outlets is the automatic next step.

Planning your visit

The fair takes place from 19 to 22 October at São Paulo Expo in São Paulo, with free admission. A practical way to plan your visit is to divide your time between the stands that interest you and the arena sessions.

During conversations, note the terms presented and any points that need confirmation. This will make it easier to compare options afterwards without relying solely on the impression made by the sales team.

Practical guidance: use the fair to get to know brands, clarify responsibilities and draw up a shortlist. Any investment decision should follow a detailed assessment of the proposal, rather than pressure to close a deal during the event.